Vancouver-based Aritzia has launched its latest retail concept by spinning off another one of its in-house labels into freestanding stores. The company’s first Babaton store opened at CF Toronto Eaton Centre last week, and will be the first of several Babaton locations as the new concept expands.

Babaton’s CF Toronto Eaton Centre store, measuring 1,777 square feet, is located on the mall’s ‘level 3’, in the busy corridor between Nordstrom and Saks Fifth Avenue/Hudson’s Bay. Babaton is located between Hugo Boss and Reiss and replaces Wilfred, another Aritzia in-house-brand retail spinoff, which relocated to a 5,245 square foot space on the mall’s second level in October of this year. Interestingly, Wilfred’s former CF Toronto Eaton Centre space was the brand’s first freestanding location as well, launching in Toronto instead of in Aritzia's home city of Vancouver.

Babaton is the third Aritzia brand to launch its own stores. In-house brand TNA has seven locations, and Wilfred has six freestanding stores, all in British Columbia, Alberta and Ontario. The Wilfred brand will see more store locations opening in Canada, according to Aritiza's Chief Marketing Officer Oliver Walsh in an interview in April of this year.

(dressing room area)

(Babaton branding)

Babaton will be opening more stores in Canadian shopping centres in 2017, according to several landlords that we spoke with. Details about new Babaton locations will be revealed in the New Year, as permitted.

Founded in 1984, Aritzia's target market is women aged 14 to 30. Much of the clothing sold in its stores are its own exclusive brands, including Auxiliary, Babaton, 1-01 Babaton, Community, Wilfred, Le Fou by Wilfred, Wilfred Free, TNA, Golden by TNA, Parklife, and Talula. Stores also carry clothing from brands such as Mackage, J Brand, Citizens of Humanity, A Gold E, Frame, Levi’s, Rag & Bone, Adidas, One Teaspoon, and Herschel.